{"id":276,"date":"2025-04-17T16:35:35","date_gmt":"2025-04-17T16:35:35","guid":{"rendered":"https:\/\/content.one.lumenlearning.com\/englishcomp1\/chapter\/ethos\/"},"modified":"2025-06-26T21:49:42","modified_gmt":"2025-06-26T21:49:42","slug":"ethos","status":"publish","type":"chapter","link":"https:\/\/content.one.lumenlearning.com\/englishcomp1\/chapter\/ethos\/","title":{"raw":"Rhetorical Appeals: Learn It 3","rendered":"Rhetorical Appeals: Learn It 3"},"content":{"raw":"

Appeals to Ethos<\/h2>\r\n
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ethos<\/h3>\r\nEthos<\/strong> refers to the character and credibility of a person, community, or group. As a rhetorical appeal, ethos establishes trust and authority.\r\n\r\n<\/section>\r\n

As a reader or viewer, you should be aware of how ethos is used to enhance persuasiveness. As a writer, you can use strong ethos appeals to build credibility in your work. Effective speakers and writers make their audience feel confident in their knowledge, presenting themselves as informed, insightful, and genuinely interested in their topic.<\/p>\r\n

When evaluating an appeal to ethos, consider how well a speaker or writer establishes credibility. Ask: What makes the author seem trustworthy or knowledgeable? What elements of the speech or text strengthen or weaken their authority?<\/p>\r\n\r\n

Evaluating Ethos<\/h2>\r\n
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When evaluating ethos, consider how the author establishes credibility through their background, use of evidence, and acknowledgment of opposing viewpoints.<\/p>\r\n\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n

Author\u2019s Background<\/h3>\r\nThe first and most obvious marker of ethos is the author\u2019s background. Ask yourself whether the writer\u2019s education or experience provides credibility to speak or write about this issue. Will the audience be persuaded that this individual has authority in this area? Evaluating an appeal to ethos should not stop there, however.\r\n

Evidence and Sources<\/h3>\r\nYou should also consider the evidence and sources used by the author. Investigate whether the writer or speaker has cited sources or provided opportunities for the audience to access further information on the issue. Does the writer provide complete and accurate information about the issue? Does the writer use the evidence fairly? Does he or she avoid selective use of evidence or other types of manipulation of data? Fair incorporation of credible evidence from authoritative, accessible sources builds ethos.\r\n

Acknowledgment of Opposition and Complexity<\/h3>\r\nFinally, consider the author\u2019s willingness to examine the scope and depth of the issue, including arguments that may oppose the author\u2019s position. Does the writer demonstrate familiarity with different opinions and perspectives? Does the writer speak respectfully about people who may have different opinions and perspectives? Does the writer use unbiased language? Does the writer accurately convey the positions of people with whom he or she disagrees? Does the writer avoid oversimplification? Full, even-handed treatment of topics is a marker of ethos.\r\n

Manipulative Appeals to Ethos<\/h2>\r\nIn an ideal world, all individuals would consistently tell the truth, ensuring the credibility of speakers and authors. However, this is not always the case.\r\n\r\n
For example, in 2024, Alexander Smirnov, a former FBI informant, was indicted for fabricating a bribery scheme involving President Joe Biden and his son, Hunter Biden. Smirnov falsely claimed that executives from the Ukrainian energy company Burisma had paid the Bidens $5 million each, leading to significant political controversy before his deception was uncovered.[footnote]Associated Press. (2024, February 15). FBI informant charged with lying about Biden and Burisma dealings. AP News. https:\/\/apnews.com\/article\/62a3b7acce0345303f812ca6d0206b10[\/footnote]<\/section>\r\n

Establishing Ethos<\/h2>\r\n

Establishing ethos in writing means building credibility\u2014either your own or through reliable sources\u2014to make your argument persuasive. Will your audience find you believable? You can strengthen your ethos by demonstrating expertise on a topic or by incorporating credible sources, which reinforces your reliability as a writer.<\/p>\r\n\r\n

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strategies for building ethos<\/h3>\r\nHere are strategies to strengthen the credibility of your arguments:\r\n